Our social media presence is weaker than our main competitor MAC. While our signature cosmetics products like blush and brushes are well-known, our skincare line NARSskin seems unknown. The report recommends rethinking NARSskin and developing more social media events to drive engagement. Customer sentiment is mostly positive but MAC has more social media audience and engagement. We should improve interaction with MAC customers and key influencers to stay involved.

1. NARS | SOCIAL MEDIA ANALYSIS | 12.02.13

2. EXECUTIVE SUMMARY

3. EXECUTIVE SUMMARY
★ Key Findings:
I. Our current social media strategy looks alright; however, compared with our
main competitor, MAC, there’s still room for improvement
II. Our signature cosmetics products (i.e. blush & brush) are well-recognized
and widely-mentioned; however, our skincare product line seems unknown to
the audience
★ Main Recommendations:
I. We need to rethink about our unpopular product line, NARSskin
II. We should develop more social media events to drive online engagement

4. BRAND AND COMPETITIVE SOCIAL MEDIA ANALYSIS

5. VOLUME OF CONVERSATION – NARS & MAC
11.17.13 – 11.27.13
★ Our social media presence is weaker than MAC

6. WHAT DO CUSTOMERS THINK ABOUT US?
Brand Sentiment
1%
negative
10%
irrelevant
22%
neutral
68%
positive
Sample Size = 10,000 posts

7. SAMPLE POSITIVE SENTIMENT
✔
Soooome adorable person has brand new cute hurr and a new
#NARS lippy to play with! http://t.co/UA9ZZmv2rT
✔
Just ordered myself NARS love at first sight for under $26 thanks to
@ASOS 20% off. Once again, you guys are fantastic.
✔
That awkward moment when someone asks you what your fave Nars
blushes are and the answer is Deep Throat and Orgasm #awks
#makeupaadict
✔
thank you! how do you think day dream compares to orgasm?
✔
NEW POST! NARS Guy Bourdin One Night Stand Palette!
http://t.co/qH3mV0ZCPI #bbloggers

8. SAMPLE NEGATIVE SENTIMENT
✖
Why is Nars so ridiculously expensive? Just wondering #beautytweets
✖
It could be b/c I've heard the same complaint w/ Nars blushes as well.
✖
NARS satin lip pencil? Arghhhhh http://t.co/Ea6LRkkeN6
✖
WTH i am glad to mention that i will not not ever buy NARS cosmetics
#notonars #shameless
✖
Why is Nars shipping so darn expensive? Money just goes away :(

9. TOP TOPICS THAT DRIVE THE MOST ENGAGEMENT AROUND NARS
7632
Product Attributes
2237
Review
In Association with Competitors
Holiday Contest @davelackie
Recommendation
@NARSissist
1536
1501
New Soho Boutique
Love
1843
483
205
Sample Size = 10,000 posts
698
our official
Twitter handle
needs more
attention!

10. TOP MENTIONED NARS PRODUCTS AND OUR COMPETITORS
★
Top mentioned products: blush, brush, lipstick, &
foundation
★
Top mentioned competitor in association with Nars:
MAC Cosmetics

11. WHERE DOES CUSTOMER ENGAGEMENT TAKE PLACE?
★ Mainly on Twitter & blogs
(Note: a great amount of Twitter posts contained links of
photos, YouTube tutorials, and blog reviews )

12. TOP TOPICS THAT DRIVE THE MOST ENGAGEMENT AROUND MAC
★
Top topics look similar to ours; however, ‘Nars’ is NOT
associated with “MAC” by those who mentioned “MAC”

13. SAMPLE POSITIVE SENTIMENT (MAC)
✔
I'm using these gorgeous maccosmetics pigments for the holidays
#makeup #mac cosmetics #mac … instagram.com/p/hPp-HfrmNs/
✔
Love the look Mac makeup gives! #CakedUp
✔
I'm not a Black Friday shoppe but if there was a good sale on
sephora/Mac makeup and Rebecca minkoff bags I would be all
over that
✔
Has been WOOED by Ruby, FINALLY. Sexy lips. #rubywoo #mac
#makeup #shopping #mall #NYC instagram.com/p/hPbKW5ylqs/
✔
All I want for Christmas is another MK bag, some black tall boots &
MAC Makeup. I'll love you forever Santa

14. SAMPLE NEGATIVE SENTIMENT (MAC)
✖
she shouldn't be working at mac. She clearly knows nothing about
makeup, ugh!
✖
Tired of paying "MAC"prices for make up and im not to impressed with
the make up in general. I know I have some very talented make up artists
friends. Any thoughts? PM if you like :-)
✖
so excited for the makeup set I ordered from Coastal Scents. All the
reviews I read about the 22 brush set said that they put MAC and
SEPHORA to shame ! EXCITTTIIIINNNGGG :) not to mention the glitter.
GLITTER GLITTERY GLITTERNESS J

15. WHERE DOES CUSTOMER ENGAGEMENT TAKE PLACE? (MAC)
★
Mainly on Twitter, Facebook & blogs

16. SWOT ANALYSIS

17. SWOT ANALYSIS
★Signature products are well-known &
mentioned
★Only a few negative posts; most of them
are just personal opinions
★Organization’s expansion is widely
welcomed
★Customers are engaged with brand’s
important events and sales
S
★The emergence of photo sharing sites (i.e.
We Heart It) and innovative technology (i.e.
mobile apps & share buttons) are beneficial
to us
★Key influencers are engaged with our
brand
O
★NARSSkin is not a well-known product line
★The official Twitter handle, @NARSissist, is
not well-recognized & mentioned
★Relatively weak social media presence
compared to MAC
W
★MAC has more social media audience
and engagement than we do
★MAC customers don’t tend to mention us;
however, our customers are likely to either
mention MAC or compare our products with
MAC’s
T

18. RECOMMENDATIONS FOR NEXT STEPS

19. RECOMMENDATIONS
★ Keep our current social media strategy; it only needs some improvements
★ Rethink about our unpopular product line, NARSskin:
1) Gradually eliminate this product line and focus on cosmetics only
2) Devote more advertising budget to NARSskin promotion
★ Enhance our online customer service and improve communication with
customers to increase their interaction with @NARSissist
★ Develop more social media events to drive online engagement
★ Improve online interaction with MAC customers; they might be our
potential customers
★ Keep an eye on key influencers; retweet and help promote their popular
posts and online events to stay involved
★ Expand our social media activity to Pinterest & We Heart It

20. SOURCES & METHODS TRANSPARENCY

21. SOURCES & METHODS TRANSPARENCY
• Timeframe Analyzed: November 17 – November 27, 2013
• Research Leads: Isis Joyun Hung, Michigan State University
• Channels Analyzed: Blogs, comments, Twitter, forums, videos, images, Facebook, mainstream
news, MySpace
• Data/Content Sources: Radian6, HootSuite
• Analysis Depth: Representative sample set (95% confidence level, confidence interval of 5)
• Search Language: English
• Sentiment Coding: 4-pt scale (positive, neutral, negative, irrelevant), hand tagged based on
representative sample
• Spam/Bot Filtering: Hybrid
• Metrics Calculation:
> Post Volume: Total relevant posts across blogs, comments, Twitter, forums, videos, images,
mainstream news and comments to admin posts on the brand Facebook page(s)
> Potential Twitter Reach: Aggregate Twitter followers for all posts that mentioned the brand
(via Radian6)
> Engagement: Social posts and Facebook likes, comments, clicks, views or plays
> Influence: Determined by an analyst based on readership, comments, retweets and relevancy
> Search Parameters: A spreadsheet of all keywords is available upon request